Findings / Observations

No brainer:

Based on users that purchased in W35 of 2019, comparing users who signed up in 2018 and 2019

Growth is defined as monthly acquisition in 2018 - monthly acquisition in 2019, divided by monthly acquisition in 2018.

Concluding thoughts:

I won't know until I see rest of the data, but I imagine growth would be higher in 2020 due to COVID. The key metric will most likely be retention to sustain the growth (if good growth is seen in 2020). It might be worth exploring new strategies for user acquisition. Assuming user acquisition strategy in 2018 and 2019 were the similar, the drop in growth in 2019 could be: What worked in 2018 didn't work as well in 2019, whether it be due to market competition or shift in user preference / behavior in 2019.